Pokimane is selling her first consumer product as a $28 box of Midnight Mini Cookies, the launch SKU for Myna Snacks, the food brand Imane Anys co-founded this month. The online launch, announced by Myna Snacks, bills the snack as gluten-free and a source of vitamin D, and the box contains four pouches with occasional promotional gifts from Anys. The move aims squarely at gamers and parents who want a healthier alternative to typical snack fare, while also extending a creator business beyond livestreaming into direct-to-consumer retail. This company said it will assess demand online before considering a retail rollout in late 2024, making that evaluation the next commercial milestone.

Imane Anys, better known as Pokimane, this month unveiled Myna Snacks and began selling Midnight Mini Cookies online for $28 a box, according to the Myna Snacks announcement. The single product launch is framed as the first step in a creator-led consumer packaged goods play. The box is sold with four pouches and, at times, promotional gifts from Anys, the launch materials said.

The founders emphasise ingredient and allergen details in their marketing. This company describes the cookies as gluten-free and a source of vitamin D, and it highlighted those claims in its product announcement. Myna Snacks also named Darcey Macken as a co-founder and identified a venture partner on the cap table, details that appear only in the launch story.

From livestreams to snacks

The immediate customers are gamers and parents, the founders say. Anys has framed the product as the outcome of a personal health shift, telling the company that excessive streaming and pandemic-era snacking took a toll on her well-being and that a 2021 health journey exposed a gap in snacks that were both tasty and genuinely healthy. That personal narrative is central to the brand pitch in the launch materials.

But the move is also a business pivot. Myna Snacks is a direct-to-consumer effort that ties a creator’s audience to product sales. The company said it will monitor online demand and then decide whether to pursue shelf distribution in late 2024.

Those product and go-to-market details come from the Myna Snacks announcement alone.

Mastheads

For Anys, the step into packaged goods follows a string of platform choices that redistributed her audience and earning power. Accounts that covered her platform switch noted that when she left Twitch in January 2023 for YouTube she had about 9.3 million followers and was named the highest-earning woman streamer in the Twitch payout data leak from 2021. Those career milestones helped establish the commercial credibility behind a consumer launch.

Creator economics and platform friction

The business case for creators selling products rests partly on how platforms pay talent. Coverage of streaming economics cited typical subscription splits on Twitch at 50-50, with Partner Plus creators able to secure 70-30. Rival platforms such as Kick advertise a 95% subscription share to creators. Those differences in revenue sharing have encouraged talent to seek diversified income beyond donations, subscriptions and ad revenue.

Platform instability has been part of the backdrop. Reports noted that Twitch laid off roughly 500 employees in 2024, about 35% of its workforce, and pulled back from some international markets such as South Korea. Those moves are often discussed in accounts of creator strategy, and they help explain why some streamers seek alternative revenue channels like product lines and branded merchandise.

At the same time, Anys’s public profile has been contested. She has said she no longer feels comfortable streaming because of continued objectification from viewers, and she has spoken about harms from AI-generated inappropriate images and other harassment trends that have affected creators. A live-streamed exchange on April 14, 2026, between Anys and fellow streamer Felix “xQc” Lengyel focused on her wording around the term "victims" in a discussion of allegations related to another streamer. That clip generated debate over semantics, precision and reputational risk in public commentary.

The decision to sell a consumable product is therefore both personal and strategic. On one hand, it channels a health-related narrative that Anys has made public.

On the other, it uses a large creator footprint to open a direct commercial relationship with fans. The launch materials and contemporaneous accounts suggest the aim is to convert audience attention into a predictable revenue stream outside the vicissitudes of live platforms.

Industry observers often treat creator-led CPG launches as experiments. Some turn into lasting brands if founders invest in product quality, distribution and repeat purchase. Others fade when novelty runs out. Myna Snacks has so far offered a single SKU and a timetable to reassess retail by late 2024. The brand’s emphasis on ingredient claims and on the co-founder’s consumer goods experience speaks to a desire to be taken seriously inside the CPG market.

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Myna Snacks said it will evaluate online demand, with a possible retail rollout slated for late 2024 as the next clear milestone for the brand.

This article was created with AI assistance.